The Site Book : A Field Guide to Commercial Real Estate Evaluation (Mesa Professional Development Series)

Written by an expert with 20 years of experience in commercial site evaluation, The Site Book is a practical book that takes a logical and process-oriented approach to site evaluation. Built around dozens of real-life examples of sites that work, sites that don't - and all the reasons why - this book explores the dynamic and sometimes complex relationship between site features and other factors that will ultimately determine the success of any restaurant or retail location. The Site Book features:

In depth discussion of the major areas affecting a site evaluation including customer sources, usage patterns, demographic reports, day parts, linkages, drop-in features, physical surroundings, image, trade area, growth strategies, competition, and cannibalism.

A step-by-step guide through the site evaluation process using a unique site evaluation worksheet.

Strategies for measuring and weighting the relative importance of each site feature and calculating a final site score.

Practical tips for specific concepts and varying market conditions - such as opening a first destination in a new market, adding a second store, or backfilling in a saturated market.

Strategies for site selection in competitive markets where the best locations are in short supply.

Richard Fenker has spent 25 years studying the factors that drive the success or failure of restaurant and retail locations. In a review of existing real estate models in the 1970s, Fenker became alarmed at how quickly the simple regression model, which many companies still depend on, deteriorated as a tool for evaluating new sites. Fenker addressed this problem by initiating the development of a logical approach to predictive site modeling and founded the Tangram Corporation in 1981 for the purpose of developing a scientific basis for commercial real estate evaluation.

Fenker received his Ph.D. in mathematical psychology from Purdue University in 1968. He has authored more than 50 research publications in statistics, artificial intelligence, and other related areas, and has written six books. Dr. Fenker has also built predictive models for government agencies, such as NASA, the CIA, and the United Nations.